CUSTOMER RELATIONSHIP

GET

Earned demand creation activities: blogging, social media

Paid demand creation activities: publication in fashion magazines( Vogue, VanityFair..)

-Acquire: awareness cooperating with local designer blogs and fashion magazines.

·       Coco: promotion on social media, app. Store and school party

·       Marilyn: advertisement on fashion magazines and app.store

·       Hugo: social media, app. Store

-Activate: take the trial application and then simply paying with your phone bill

KEEP

-Product updates/extended features:  new features as magazines/blogs links, follow models wardrobe(like Twitter), professional advises

GROW

-up-selling: fremium modelà basic plus experts advices

-Referrals: send the link for inviting new friends and you get further free combinations

-Cooperation with companies (Zara, Mango, H&M virtual wardrobe..)

Channels

Arteixo is a virtual product that is delivered through mobile application and web browser. Between two, the mobile application has more importance than its counterpart, as the customer segments find the value of Arteixo in on-the-go feature. The application will be connected to the account of social medias such as Facebook, to remove repeated registration process and to access existing customer data from the social medias.

Furthermore, using social networks as an intermediary channel to acquire customers brings additional advantage to Arteixo. According to the interviews with potential customers, about 93% of young population aged between 16 and 34 were using one or more social networks such as Facebook, Twitter or Instagram. In terms of frequency, Facebook accounted for the most in all age groups, especially females aged from 16 to 24. Twitter was the second most used platform to communicate, followed by Instagram.

The abovementioned services are important for Arteixo to determine key channels to deliver the value, which is a virtual closet with social function. Frequent exposure to social media means that people are accustomed to share, comment and “like” day-to-day activities of others, which is directly related to the expected customer behavior of Arteixo. Based on the survey, a considerable number of people are willing to share their closet, which is likely to be linked to their current behavior.